SNICKERS Launches a Generative AI Campaign with José Mourinho
Debra John — June 27, 2024 — Marketing
References: instagram & snickersowngoal
SNICKERS has unveiled a groundbreaking generative AI campaign featuring the legendary football manager, José Mourinho. This innovative campaign leverages cutting-edge artificial intelligence to create personalized and engaging content that resonates deeply with football fans and consumers worldwide.
SNICKERS has partnered with Meta to integrate this bespoke AI-powered José Mourinho with WhatsApp. This AI-powered replica has been "trained to accurately mimic the personality of a prominent figure like José Mourinho. It generates unlimited original video content designed for wide distribution and sharing."
According to Gülen Bengi, Chief Growth Officer Mars Snacking & Lead CMO Mars Inc., “At Mars, we believe in building Brand Worlds where iconic brands create remarkable experiences...to engage and co-create together. Always at the center of culture, always moving at the speed of technology...Our first-of-its-kind Snickers campaign stands as a testament to this, delivering consumer co-creation and personalization at a scale that was unimaginable until very recently before GenAI became part of our toolbox."
Image Credit: SNICKERS
SNICKERS has partnered with Meta to integrate this bespoke AI-powered José Mourinho with WhatsApp. This AI-powered replica has been "trained to accurately mimic the personality of a prominent figure like José Mourinho. It generates unlimited original video content designed for wide distribution and sharing."
According to Gülen Bengi, Chief Growth Officer Mars Snacking & Lead CMO Mars Inc., “At Mars, we believe in building Brand Worlds where iconic brands create remarkable experiences...to engage and co-create together. Always at the center of culture, always moving at the speed of technology...Our first-of-its-kind Snickers campaign stands as a testament to this, delivering consumer co-creation and personalization at a scale that was unimaginable until very recently before GenAI became part of our toolbox."
Image Credit: SNICKERS
Trend Themes
1. Generative-AI in Advertising - Generative AI is being utilized to create highly personalized and engaging ad content, transforming traditional marketing strategies.
2. Celebrity-driven AI Campaigns - The use of AI to replicate the personalities of celebrities for marketing purposes is pioneering new ways of interacting with fanbases.
3. Consumer Co-creation - Brands are incorporating generative AI to enable consumers to co-create content, fostering deeper involvement and engagement.
Industry Implications
1. Food and Beverage - The food and beverage industry is leveraging AI-driven campaigns to connect with consumers on a more personalized level.
2. Digital Advertising - AI is revolutionizing digital advertising by offering unprecedented levels of customization and audience targeting.
3. Sports Marketing - Innovative AI technology is being adopted in sports marketing to enhance fan experiences and create unique, memorable content.
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